What are the 5 parts of a successful PEOPLE-BASED marketing campaign: Video 1 of 4

PEOPLE-BASED MARKETING was first coined by Facebook in 2014. How fitting is it that now Mr. Z is finding out that the miss use of power can come back to bite one's butt. If you were using Facebook to place your ads in front of people whom they are targeting with 3rd party data, that is all coming to an end. I suspect that other platforms might follow suit as to not have the same issues Facebook is having now.

This short video is about how things are changing and if you want to stay in business there are things you can do to not only achieve that but excel at it. To do that you need a strategy and a competitive advantage.

Your strategy should be multichannel and people-based. The GOAL OF PEOPLE-BASED marketing is to identify and target real people with insurance information that appeals to them using their preferred channel or device. Based on their actual behavior, people get offers they actually want to see, when they’re ready to see them.

Everybody’s not always ready to buy insurance or get a financial manager. You can’t create motivation, the trick is to act on it when you know it’s present. For over 10 years digital financial services marketers have relied on cookie-based targeting to reach the same consumer across multiple devices. But since 75% of cookies are deleted each month and most IP-connected devices don’t accept cookies, there had to be a better way.

By providing brands with real, first-party data from actual people, financial advertisers can now deliver personalized customer experiences across multiple channels.

With insights into people’s behavior, people-based advertising captures the full consumer journey helping agents connect with real people, across all devices. With the explosion of digital channels, it’s more important than ever to tie buying signals directly to real people wherever they may be.

Here are the 5 parts of a successful PEOPLE-BASED marketing campaign:

 Identity Resolution – You need to be able to recognize the person you’re targeting.

 Data Appending – Build a better profile by appending, collecting and analyzing more data on that person.

 Multi-channel marketing – Make data portable across the platforms and devices.

 Measure, Attribute, Improve – Analytical traffic tracking gives greater precision in creating conversions. You can't improve what you don't measure!

 The currency of Trust – You need to be responsible and ethical with this data. Protect consumer privacy and let your prospects know why you’re collecting their data to provide them with a memorable, seamless experience at every touchpoint.

When you can identify a person by name, address, phone number, email address and much more you get a complete picture that helps you target better, personalize the message and improve your efforts across channels and devices.

Another time overlooked advantage of PEOPLE-BASED marketing is that you own the data and it’s portable. That portability protects your company against powerful suppliers like Facebook and Google. Your ability to advertise on any channel protects you against future Facebook, Google or any powerful supplier’s policies that could be detrimental to your business.

Another advantage of PEOPLE-BASED marketing is by knowing your prospects and analyzing how they engage, you create more relevant content.

PEOPLE-BASED marketing is the only real solution to ad fraud. Bots don’t buy.

With PEOPLE-BASED marketing you engage with your consumer throughout the buyer’s journey. If you don't know what to do, we can help. Visit our website and set up a time to speak with one of our experts.

Good luck and happy hunting!

Andrew J.Spaulding